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Measuring your social media effectiveness

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There are hundreds of tools (free and paid) to track social media campaigns. So why is it so hard to report on social media effectiveness?

This presentation will give you practical tips for campaign reporting as well as an overview of the critical components of social media measurement - context, comparison and conversions.

Publié dans : Business
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Measuring your social media effectiveness

  1. 1. Measuring social media effectiveness<br />Photo credit: Scott Beale | Laughing Squid<br />
  2. 2. HOW<br />WHY<br />WHEN<br />WHAT<br />WHERE<br />WHO<br />
  3. 3. WHO?<br />
  4. 4. Photo credit: Oversocialized | Flickr<br />
  5. 5.
  6. 6.
  7. 7. Key performance indicators<br />Depth of interactions <br />Share of brand <br />Key category phrases (buckets)<br />New key search phrases <br />Traffic by media mix<br />Digital reach<br />Opt in audience<br />WHAT?<br />
  8. 8. Nurturing the sales funnel<br />Understanding the stages and influences involved in the buying process and targeting each contributing factor<br />Targeting the right people with the right message at the right time<br />Adapting to an opinion based buying process by educating and informing instead of pushing products<br />Facilitating two way communication to increase relevance, reputation and reach<br />Creating advocates to strengthen core messaging<br />
  9. 9. Measuring the sales funnel<br />Research: <br />Share of brand<br />New key search phrases<br />Digital reach<br />Opt in audience<br />Planning: <br />Depth of interactions<br />Share of brand<br />Traffic by media mix<br />Testimonials:<br />Depth of interactions<br />Share of brand<br />Digital reach<br />Lead capture/sales?<br />
  10. 10. WHERE?<br />
  11. 11.
  12. 12. WHEN?<br />
  13. 13.
  14. 14. Example data only<br />
  15. 15. WHY?<br />
  16. 16. HOW?<br />
  17. 17. Klout<br />a factor of over 25 variables broken into three categories <br />
  18. 18.
  19. 19. Social pulse<br />Reach<br />Associated keywords<br />Reputation management<br />Tool: Social Radar by Infegy<br />
  20. 20. Tool: SM2 by Alterian<br />
  21. 21. Measure the impact of your campaigns<br />Tool: SM2 by Alterian<br />
  22. 22. Tool: SM2 by Alterian<br />
  23. 23. Tool: SM2 by Alterian<br />
  24. 24. Tool: SM2 by Alterian<br />
  25. 25. Tool: SM2 by Alterian<br />
  26. 26.
  27. 27. Writing your report<br /><ul><li>Clarify your objectives and key performance indicators
  28. 28. Present the numbers
  29. 29. Write an analysis and add context to the numbers
  30. 30. Highlight the changes from previous reports
  31. 31. Include recommendations
  32. 32. Include anecdotal feedback
  33. 33. Ask for internal feedback</li></li></ul><li>Free Tools <br />Website Audit<br />http://delicious.com/mab397/websiteaudit<br />Social Audit<br />http://delicious.com/mab397/socialaudit<br />Platform Search<br />http://delicious.com/mab397/platformsearch<br />Search Audit<br />http://delicious.com/mab397/searchaudit<br />Alerts<br />http://delicious.com/mab397/alerts<br />“Subscription tools can be expensive to run on your own. Use an agency to benefit from multiple user discounts”<br />
  34. 34.
  35. 35. Mandi Bateson | Digital Director | @mab397<br />e: mbateson@hillandknowlton.com.au<br />b: http://mab397.wordpress.com<br />t: 02 9286 1277<br />

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